Beyond the Counter: A Systemic Mapping of Nanostore Identities in Traditional, Informal Retail through Multi-dimensional Archetypes

This study explores nanostores’ identity—micro, independent grocery retailers through a systemic, stakeholder-informed lens to promote their survivability and competitiveness. Moving beyond traditional operational descriptions, it introduces a multidimensional framework that examines what nanostores do (X), how they do it (Y), and why they matter (Z), complemented by the TASCOI tool, as identity statements. Based on survey data collection and thematic analysis from nanostore stakeholder responses in Mexico City, the research categorises identity statements into six 2×2 matrices across four dimensions: operational, functional, relational, and adaptive. This produces twenty-four archetypes that capture nanostores’ diversity, complexity, and adaptability. Findings reveal that nanostores are not a homogeneous category. They simultaneously exhibit characteristics of multiple archetypes, blending retail function, social embeddedness, and entrepreneurial adaptation. The study contributes to nanostore and micro-enterprise literature by operationalising identity description and offers practical insights for supporting diverse shop types through context-sensitive policy and business strategies. While the study ensures internal validity and reliability through systematic coding and stakeholder feedback, it acknowledges limitations in generalisability. Future research may build on this work through comparative studies, longitudinal tracking, and direct engagement with nanostore owners and their communities to further understand identity dynamics and resilience in evolving retail landscapes.